The desserts category is worth over £342m.

Split into 3 sub-categories: Individual, To Make and To Share.

Worth £118m, £114m and £110m respectively.

Source: Kantar Worldpanel Online, GB - Usage - Ambient Desserts, All Consumers | Total In Home / Carried Out | 09-Jul-23 | Servings (Mil) | Share | 52 w/e

Ambient Desserts still attract an older demographic.

However Children are the only group growing in occassions YoY.

Young families make up 26% of total ambient desserts category spend.

Source: Kantar Worldpanel Online, GB - Usage - Ambient Desserts, All Consumers | Total In Home / Carried Out | 09-Jul-23 | Servings (Mil) | Share | 52 w/e

Desserts are a seasonal category

Sales typically soar over Christmas and Easter.

Stocking the right desserts at the right time is key for sales.

Sources: Kantar & Circana Christmas review 2024, IGD Christmas 2024, Circana Value sales – Xmas 2024, Circana value sales – Easter 2024, Kantar WPO – Easter 2024